Danielle Locke

The Beautiful Problem

TransferWise is an online money transfer service, whose proposition is wonderfully clear and compelling; if you transfer your money overseas using TransferWise it will cost you significantly less than it would with banks and foreign exchange companies. They needed a campaign that not only drove awareness, but also drove trial; because once you’d transferred with TransferWise, there’d be no going back to the banks.

Danielle Locke
The Beautiful Problem
Danielle Locke

Intelligent Misbehaviour

Our creative solution was as simple as the brand proposition; highlight the feeling of frustration and anger consumers would feel when they found out how much money they’d been wasting. We developed a campaign using foreign currency symbols to create expletives, linking transferring money abroad with frustration in what we hoped would prove an eye-catching way.. We even created dabbled in foreign language profanity, which stretched our copywriters a touch...

Danielle Locke
Intelligent Misbehaviour
Danielle Locke

Cultural Impact

The campaign ran across London and in parts of Paris, blanketing areas where their audience travelled to work. Transferwise’s business doubled in a matter of weeks - both in terms of users and money transferred. Two years on, and TransferWise’s inexorable growth continues, much to the frustration of the banks.

Danielle Locke
Cultural Impact